JWT’s AnxietyIndex is designed as a place to discuss how brands and consumers are responding to the global recession. With daily content updates, AnxietyIndex.com includes contributions from around JWT’s network, offering a truly global perspective.

The “Post-80s” (people born between 1980-1989) are a frequently targeted consumer group in China. They are often described as more Westernized, individualistic, independent and even rebellious. However, along with these glittering badges, Post-80s are under great social and economic pressures and experiencing a high level of anxiety due to high housing prices, a stagnant job market and their single-child identity. Ford EcoSport, a small SUV targeting Post-80s, adopted a straightforward approach to openly address this anxiety.

In this online video, a young man with a realistic, down-to-earth manner talks honestly about his pressure from family and work, and his anxiety about being “short of money.” He mocks the idealistic “pursue your dream” attitude that most youth brands romanticize in their communications and says his “dream” car is one that balances the expectations from his parents, girlfriend and boss. Rather than an aspirational approach, the campaign takes the practical stance that the EcoSport is an affordable vehicle that meets the needs of the different people and occasions in your life. This is the first time in China’s car market that a brand has acknowledged this imperfect reality and addressed consumer anxiety in a direct and pragmatic way, rather than just promising a far-fetched dream.